English
Brand identity
By Stéphane Pincas and Marc Loiseau. Excerpt from the introduction of the book 'A History of Advertising'
Page [1] [2]
This book tells the story of advertising. Our story begins in 1842, starting point of both the advertising industry and Publicis Groupe, and brings us to 2006. This longterm view of advertising allows us to identify its salient features more easily.What will we be able to observe? Firstly, we will see that advertising works best when it is fed on a diet of emotion mixed with rationality. In some places and at some times in its history, the advertising profession has binged on one or other of these. But the real challenge is to find the right balance between the two, to express a rational argument whilst appealing to the emotions.
Secondly, we will witness the variety of rhythms in advertising. Advertising sometimes entirely concentrates on short-lived 'eureka' moments. Some brands found their own message, and a means of encoding it, immediately having appeared on the scene. Yet other brands have worked more slowly, perhaps even laboriously, waiting months or years until they found their own, distinctive angle. Marlboro is one brand which looked for a long while before finally finding its famous cowboy. Flexibility is another of the industry's key characteristics. Advertising emerged as a commercial phenomenon during the industrial revolution, selling first goods then services. Two world wars gave it a chance to help mobilise forces, but advertising was equally at home supporting the Russian revolution or promoting the American New Deal. It found words and images to accompany student protest and major appeals as well as promoting financial performance and corporate policy. Advertising is also astonishingly adaptable in adopting new techniques for new technologies. Although it grew up in print, it has since learned to live harmoniously with radio, cinema and television, developing specialist audiovisual skills. And the new electronic media now emerging are encouraging the industry to adopt even more new and original ideas.
As readers, we will marvel at the way advertising moulds itself to different cultures. This fourth characteristic was first observed when advertising had not spread far beyond the opposite sides of the Atlantic. It became more starkly apparent when commercial communication methods reached the command economies of Central and Eastern Europe. Such cultural confrontation was repeated many, many times as advertising was adopted in Asia, Africa and Latin America.
As to its fifth observable feature, it is undeniable that, through the adaptations it has made to accommodate different cultures and technologies, advertising has established an enviable ability to revitalise itself, in terms of both the issues it addresses and its approach. Much as we admire the skill of the industry's pioneers, who leapt out of the starting blocks with such success, we must not forget the tenacity of those who have taken up the baton and run with it over the past hundred and fifty years. They have all been creative, and this is not something to be dismissed lightly. Over the years, advertising has invented a hundred and one ways of making the consumer connect with a brand - through humour or affection, prose or poetry, information or appeal, by whispering or shouting, and even with fireworks.
Page [1] [2]
Page [1] [2]
This book tells the story of advertising. Our story begins in 1842, starting point of both the advertising industry and Publicis Groupe, and brings us to 2006. This longterm view of advertising allows us to identify its salient features more easily.What will we be able to observe? Firstly, we will see that advertising works best when it is fed on a diet of emotion mixed with rationality. In some places and at some times in its history, the advertising profession has binged on one or other of these. But the real challenge is to find the right balance between the two, to express a rational argument whilst appealing to the emotions.
Secondly, we will witness the variety of rhythms in advertising. Advertising sometimes entirely concentrates on short-lived 'eureka' moments. Some brands found their own message, and a means of encoding it, immediately having appeared on the scene. Yet other brands have worked more slowly, perhaps even laboriously, waiting months or years until they found their own, distinctive angle. Marlboro is one brand which looked for a long while before finally finding its famous cowboy. Flexibility is another of the industry's key characteristics. Advertising emerged as a commercial phenomenon during the industrial revolution, selling first goods then services. Two world wars gave it a chance to help mobilise forces, but advertising was equally at home supporting the Russian revolution or promoting the American New Deal. It found words and images to accompany student protest and major appeals as well as promoting financial performance and corporate policy. Advertising is also astonishingly adaptable in adopting new techniques for new technologies. Although it grew up in print, it has since learned to live harmoniously with radio, cinema and television, developing specialist audiovisual skills. And the new electronic media now emerging are encouraging the industry to adopt even more new and original ideas.
As readers, we will marvel at the way advertising moulds itself to different cultures. This fourth characteristic was first observed when advertising had not spread far beyond the opposite sides of the Atlantic. It became more starkly apparent when commercial communication methods reached the command economies of Central and Eastern Europe. Such cultural confrontation was repeated many, many times as advertising was adopted in Asia, Africa and Latin America.
As to its fifth observable feature, it is undeniable that, through the adaptations it has made to accommodate different cultures and technologies, advertising has established an enviable ability to revitalise itself, in terms of both the issues it addresses and its approach. Much as we admire the skill of the industry's pioneers, who leapt out of the starting blocks with such success, we must not forget the tenacity of those who have taken up the baton and run with it over the past hundred and fifty years. They have all been creative, and this is not something to be dismissed lightly. Over the years, advertising has invented a hundred and one ways of making the consumer connect with a brand - through humour or affection, prose or poetry, information or appeal, by whispering or shouting, and even with fireworks.
Page [1] [2]
Coming soon
A History of Advertising
Hardcover 9.4 x 11 in., 336 pages
$ 39.99
$ 39.99
The legendary campaigns and brands of advertising's modern history
